What is Search Engine Marketing?
Search Engine Marketing is a Digital Marketing
strategy to promote your website, product, and services on the search engine. It
can be organic or paid marketing, depends upon your digital marketing strategy.
You can use SEO for Organic Marketing and SEM for paid marketing. SEM marketing
gives you a great opportunity to grow your business through online advertising
on the search engine.
SEO and SEM marketing is an integral part of Digital Marketing. The most common type of SEM is paid marketing or paid
advertisements, which is called Pay-Per-Click.
SEM helps you to drive relevant traffic to your website
using paid advertising. It is a very useful tool for new and small companies to
promote their business and create brand awareness about their business on the
search engine.
It allows you to target your customers based on their
interests and behavior. You can use different search engines like Google,
Yahoo and Bing, for the marketing and advertising of your website. Google
search engine marketing is the most commonly used search engine marketing
platform.
Components of Search Engine Marketing:
Search Engine Optimization:
SEO is a technique that helps you to get a higher rank in the organic searches on
search engine results. SEO stands for Search Engine Optimization. It means
optimizing the website to get a higher ranking in the search engine results.
SEO has three major part which are:
1. On-Page
SEO
2. Off-Page
SEO
3. Technical
SEO
SEO marketing makes your website more visible to the
customers who are looking for your products and services in the search engine
result. That means it also helps you to get more relevant traffic, leads,
sales, and more revenue for your business.
Pay-Per-Click:
PPC is a paid search engine marketing tool, which drives traffic to your
website from the search engine by showing your ad in the top results. You can
make your ad campaign and advertise on the search engine. You need to pay a fee
each time when someone clicks on your ad.
The three major types of Pay-Per-Click ads are:
1. Search
Ads
2. Display
Ads
3. Shopping
Ads
PPC search engine marketing allows you to target your customers based on their interests and
specific keywords that the customers are using in their searches. Some of the
common platforms for PPC are Google Ads, Bing Ads, and Yahoo Ads.
Key factors for SEM:
Keyword Research:
Keyword research is the most common step in SEO and SEM. It is very
important for both SEM and SEO. The whole success of the SEO and PPC is depended
upon the quality of keyword research you do. Because these keywords are the
searches that your target audience is using to search on the search engine.
Keyword research is also very important for content optimization of your
website.
Keyword Planning:
Keyword planning means which types of keywords you are going to use in your ad.
The main types of the keyword in Google Ads are:
1. Broad
Match = Keyword
2. Modified
Broad Match = +Keyword
3. Phrase
Match = “Keyword”
4. Exact
Match = { Keyword }
Campaign Planning:
Campaign planning means preparing the advertisement campaign for your product
and services on platforms like Google Ads. Campaign planning includes networks
on which ad will appear, your budget for the ad, languages of your ad, in which
locations your ad will appear and on which time & day your ad will
schedule.
Quality Score of Ad:
Quality Score is the total score of the quality of your ad, which means you
have created a user-friendly ad that will be relevant for your target audience.
It is also one of the most important factors for your paid advertising in the search
engine, especially in PPC. Because your ad will get a higher rank in the search
results only if the quality score of your ad is higher than your competitors.
The components of Quality Score are:
1. Click
Through Rate
2. Relevancy
of your Ad
3. Landing
Page Quality
Why is Search Engine Marketing
important?
Increases Brand Awareness:
SEM can increase your brand awareness. It shows your website, product, and
services in the top searches. SEM ads are only visible to the people who
searched for your product and services or used keywords related to your
business. It makes your website visible in the top results and even if the
customer does not buy anything. It still increases your brand awareness.
Targeted Marketing:
SEM gives you the option to target your customers based on multiple factors like:
Demographics – age, gender, and education or Geography – location & place.
Some of the other factors are devices, actions, and searches of your customers.
It makes your target audience more specific as per your requirement. Thus, you
can use targeted marketing for your customers.
Better Targeting:
When you use PPC it helps you to target “in the market audience”, who are looking
for the product or service you are offering. In-market audience means people
who are searching for specific items that they wanted to buy. PPC makes sure
that your ad should appear in the search results when people search for
your selected keywords. It helps you in better targeting with the in-market audiences.
Better Return on Investment:
SEM gives you a better Return on Investment because it targets specific customers
who are interested in your product or services. And, it also gives you the real-time data of your customers that help you to understand the interest and
likings of your target audience. SEM is much better than traditional
advertising because most people today use smartphones and the internet than
any other gadget.
More Conversions:
SEM helps you to get more conversions. It shows your ad in the top results that
your target audience can easily find. Almost 33% of the people click on the ads
that they find in the top results. The conversions from SEM could be an online
purchase, lead generation, newsletter subscription, and social media following.
Final words:
SEM is a very important part of Digital Marketing. It
helps you to promote your products on the search engine. It has two major parts
Search Engine Optimization and Paid Marketing also called PPC. You can use SEM
for organic or paid marketing of your business depends upon your digital
marketing strategy.
Online advertising on search engine also allows you to reach your potential customers because they are using
multiple devices – desktops, laptops, tablets, and smartphones. It shows the
importance of SEM in Digital Marketing. Thus, SEM is a great way to promote
your business on Search Engines and to reach your potential customers who are
interested in your product and services.
By: Abhishek Panwar
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